Twice a year, the Essential Looks Trend Report launches a new collection of industry-defining looks and is the basis for some of the best hairdressing education in the world.
In addition to pleasing a demanding professional audience, a major challenge was to bridge the gap and make the platform relevant beyond the pro training and appeal to end consumers to draw them into Schwarzkopf Professional salons with relatable content.
500,000 participants are trained in its seminars each year and as a digital pillar, the app makes an important contribution to the learning experience by providing an all-in-one access point for trainers and trainees before, during and after the event.
Our Web and UX Designers ensured that – despite the vast amounts of content – the curated trend galleries, step-by-step tutorials, A2Z brochures, product information and seminar material are a bliss to navigate and learn from.
Hairdressing is a haptic profession, and nothing beats a hands-on training session. However, our bespoke inverted 360-degree content sure comes close. The idea was simple – give hairdressers who can’t be directly at the seminar the ability to reconstruct details that are not visible in the tutorial videos.
The solution is a custom video rig and content player for an interactive tool which allows them to inspect each step from different perspectives – at their own pace and a near-hands-on level of detail.
One of the most requested features has been Look Books – curated collections of the best trends and styles hairdressers have to offer. In cooperation with the British Hairdressing Awards, we launched an extensive collection of look books to inspire Hairdressers and give End Consumers a place to find their next look powered by Schwarzkopf Professional salons.